| 引用本文： |
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侯丽敏,金 泉,马 红.服务行业顾客重购意向的影响因素及其相互关系研究[J].国际商务研究,2013,(2):88-96 [点击复制]
- HOU Li-min,JIN Quan,MA Hong.服务行业顾客重购意向的影响因素及其相互关系研究[J].INTERNATIONAL BUSINESS RESEARCH,2013,(2):88-96 [点击复制]
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| 摘要: |
| 本文探讨了转换壁垒、顾客感知价值、顾客满意对顾客重购意向的影响作用及其相
互关系。以理发行业为研究对象，通过发放问卷收集数据，并运用结构方程分析软
件进行了实证性检验，结果发现：顾客满意和顾客感知价值都对顾客重购意向具有
直接显著影响；转换壁垒的不同维度对顾客重购意向的影响不同，社会利益对顾客
重购意向产生积极的影响作用，转换成本不能增加顾客价值和顾客满意，但会对顾
客产生锁定作用。对企业来说，管理者可以增加顾客满意和顾客感知价值来增加顾
客重购意向，也可以通过提高顾客对转换壁垒的感知，从而对顾客起到锁定作用 |
| 关键词: 转换壁垒 顾客价值 顾客满意 顾客忠诚 |
| DOI： |
| 投稿时间：2012-09-06 |
| 基金项目: |
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| Research on the Infl uence Factors and Relationship ofCustomer Loyalty in Service Industry |
| HOU Li-min,JIN Quan,MA Hong |
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| Abstract: |
| This paper studies how switching barriers, customer perceived value, and customer satisfaction affect
customer loyalty, and how they influence each other. We conduct our questionnaire survey in hair industry and
test our hypotheses with structural equation model. Our results suggest that customer satisfaction and customer
perceived value have significant direct influence on customer loyalty, different dimensions of switching barriers
have different influence on customer loyalty, and social benefits affect customer loyalty positively. We also find
that switching cost does not improve customer value or customer satisfaction; however, it has a lock-in effect on
customer. From a practical standpoint, managers can strengthen customer loyalty through improving customer
satisfaction and customer perceived value, and promote customer lock-in by intensifying customer’s perception of
switching barriers. |
| Key words: switching barriers customer perceived value customer satisfaction customer loyalty |
